【摘要】 企业以往的危机大多来自产品质量、营销方式等,但是,随着社会的发展,如何应对SARS、禽流感这样复杂而且不可预测的社会公共危机,应是当今企业面临的主要问题。社会公共危机下的企业战略核心是树立社会营销观念,以社会营销观念为指导,实施营销传播和营销组合改进。更多还原

【Abstract】 The crisis of an enterprise in the past mainly came from the product quality, marketing methods etc. However, with the development of society, how to confront the complicated, unexpected crisis such as SARS, bird flu has become the main problem of an enterprise. In the social common crisis, the strategic core of an enterprise is to establish the concept of social marketing, and to perform marketing spread and marketing mix improvement under the guidance of this concept.更多还原